This discount, which was available to all those with a myWaitrose loyalty card, will finish at the end of the month, according to a story in The Guardian.

The Pick Your Own Offers were introduced in 2015 but customers have found it a confusing scheme and would forget which items they had selected for the discount.  

According to an internal memo, the retailer will instead invest in ‘tailored vouchers and personalised offers sent through the post or at checkout’.

A Waitrose spokesman said: "We will be contacting all myWaitrose members on Thursday about how they can make savings more easily on the products they buy most often."

It was also reported in Campaign that Rapp London has won a loyalty project for myWaitrose.